The collision of lead generation and the mobile revolution is a combustible combination of necessity and inevitability: 40% to 70% of publisher traffic occurs on a mobile device, more than half of all emails are opened on a mobile device…But lead-gen must roll on. So, unless you exclude all non-desktop impressions from your advertising, more than half of your traffic will originate via mobile devices. What are some of the keys to producing that lead flow, even as devices, chubby thumbs and consumer indifference make the classic acquisition model more complicated?
One. Think Mobile-First, and Mobile-Only.
Don’t just weigh your mobile options and priorities – literally think in terms of an audience you cannot reach apart from their hand-held sidekicks. Thinking from a handheld user’s perspective will enable you to deliver mobile-specific content, quick links and calls-to-action. Don’t simply take all of your desktop content and shrink it down for mobile. Rethink everything.
Two. Optimize Content for Small Screens.
Keep your content concise, breaking it up with headlines, bullets, and small paragraphs. Employ a clear, top-down, single-column, vertical flow, drawing users through brief content, call-to-action, and an easily recognizable (short) form. Responsive design alone won’t make your appeal mobile-optimized: You have to write differently.
Three. Make Your Call to Action Simple.
Your CTA should have text that is clear and action oriented, include images that are optimized to display well on small screens, and be easy to click on
Four. Use Progressive Profiling Forms.
The act of filling out forms on a mobile device can be complicated by the small screens and touchpad interfaces. Progressive profiling forms allow you to fill out fields automatically with information the user provided during their last visit. This reduces the number of fields you need to display during each visit and limits the amount of information that you’re collecting at any one time. Reduce the friction by making it easier via progressive profiling.
Five. Leverage Mobile Social Media.
Along those lines, whenever possible, use social API’s to auto-fill form information. Also, look into such social platform options as Twitter’s Lead-Gen Cards, which enable users to easily and securely share their email address with an organization without leaving Twitter.
Six. Reduce Load Times.
People are just as impatient on their mobile devices as they are when sitting in front of their laptop – probably even more. Landing pages that are optimized for mobile perform 40% higher compared to landing pages that aren’t. News flash: if there isn’t nearly instantaneous loading, they won’t wait for your landing page. Use pages that are light, fast-to-load and designed specifically for mobile devices. A typical mobile web page should be 150-250 KB, which will enable it to load swiftly on any connection. The other option for ensuring fast load times is a responsive approach combined with server-side coding techniques.
In the coming months and years, the majority of your new names will be generated via mobile devices. Keep improving your abilities in this area, and you’ll adapt nicely to the post-desktop world.
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